Growing Your Artist Brand with PR, Ads and Playlists

When it comes to artist marketing, no one tactic exists in a silo. That’s especially true when it comes to growing your artist brand. Want to get the most out of your promotional efforts? Combining and applying tactics from PR, advertising and playlisting will help to turbo-charge your growth. Here’s how:


Build Basic Fan Profiles from Data

You have more free data at your fingertips than you might think. If a Google analytics tag is installed on your website and you have user accounts on key social platforms then you have the ability to create basic profiles of your fans. Information like where your audience is based, their gender, and age group will be incredibly helpful when creating your marketing strategy. If you want to get to know your fans, start with the data you have on hand.


Build a database of Music Blogs, Playlists, and Press Outlets 

Before you even start building this database, you’re going to need an up-to-date artist bio and press release. You want this information to be as engaging as possible, as the more enticing the content the more easily you’ll convert interest. This will be incredibly important as converting interest can be a real challenge.

Then create a database of blogs, playlists, and press outlets you’d like to target with this information. Keep this list centralized and maintain notes about your outreach and responses. 


Pitching to Music Blogs, Playlists, and Press Outlets

Remember that if your overall goal is to be featured by Billboard, that might not be realistic when just starting out. Most music coverage in general requires the telling of a story building up to larger coverage. This means that you want to start small and work your way up to Billboard so that when you do eventually reach out to them you can include in your pitch that you’ve had support from X, Y, and Z. Much like a strong bio and press release, this story will help you to convert interest. Your goal is to create and build momentum, as well as gain new fans so that when pitching to your target outlets your artist story is so engaging they want to be a part of it.

If you have the budget consider paying for someone to pitch your music to these outlets. While overall spend will ultimately be determined by the project scope, hiring a professional can often result in big gains. If you’re just starting out it might make more sense to handle pitching yourself initially, and then consider putting budget towards publicity, say for a full EP or album release.


Advertising

While it’s important not to forget organic social posting as an integral part of any campaign, many platforms are pay-for-play when it comes to promoting your music to your larger fanbase. While interaction, collaboration, and engagement with fans and other artists similar to you will facilitate sharing news of a release, paid ads on platforms such as Facebook, Instagram, Twitter, or Spotify will be most helpful to engage a broader audience. 

You’ll want to implement a number of ad types in your campaign; starting with acquiring new fans, newsletter subscribers, pre-save campaigns, out now campaigns, and any specific merchandise campaigns associated with the release. You should also ‘boost’ key posts such as ‘coming soon’, ‘out now’, your music video, and anything else you deem relevant and within budget. Simply put the more general awareness of your music and real fans you gain through paid ads, then the more monthly listens or streams you’ll receive, which will ultimately help when pitching news of your release to music blogs, playlists and press outlets. 

With this approach to using pr, advertising, and playlists to grow your artist brand you’ve created a foundation that will help accelerate your growth. You’ve also created a valuable story that builds excitement and buzz around your music, and an opportunity for continued discussion with your most engaged fans.


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